Factors Impacting Library Visibility on Academic Institution Home Pages

This study identifies factors affecting the placement of the library on post-secondary academic institution home pages. The study is a mixed method research project, consisting of content analysis of 357 home pages from all types of institutions and 15 interviews with web librarians and institution webmasters. Institution home pages were coded according to an author-developed library visibility scale. Quantitative analysis of the results indicated that financial status (public, private, or for-profit), highest degree offered, and institution size were potential factors influencing library link placement. Interviews confirmed that financial status and degree offered influenced library visibility in relation to the home page's function and the institution's marketing efforts. Additional local factors such as advocacy, engagement in web decision-making or technology, institutional understanding of the library's role, and accreditation were found to influence link placement.